Know-How Exchange : Strategy

How about holding a webinar on how to use video in a marketing campaign. You could build a list of leads this way.

Call your local chamber of commerce and find out when the next meetings are because you are thinking about joining. Find ways to volunteer so you can meet people.

Each city usually has some other business networking events. After hours type things as well. Ask around. Go to them and talk with people.

Look into local civic organizations, Lions, Kiwanis, Rotary. These are plenty of business leaders that run these groups.

As for immediate results, by becoming part of these groups in your networking efforts is the first result. If you playing things on the exclusive nature and can not advertise or phone call, then personal networking and referrals is your only choice, and it takes longer. If the company owners don't understand this, then they need to change their marking policy and advertise.

I do not believe that making cold calls will tarnish your brand. In my various lives I've been cold called by big and small companies-- and I have cold called them as well. Really-- if you follow advice of going to chamber mixers-- and you speak to someone you don't know-- you have cold called. Also, I'd warn if you are looking for big dogs and your product/service requires the decision of an A level contact-- they won't be at the mixer. You can do a webinar-- how will you drive the right people to it? A probably get a dozen of invites a day-- I might even sign up for one-- but its very rare I attend. If you do it, record it and send out a follow up email-- so they can

I'd be living under a bridge if I didn't cold call. I have done this to Fortune 100 companies with great success. I also make a lot of money coaching people with cold call reluctance. There is nothing wrong or tarnishing with calling someone with a solution to a problem or an opportunity to make them money. Get out of the mentality you are "selling", you are their partner in problem solving. I can't think of a Fortune Co that doesn't cold call. I guarantee you your competitors are. You can frame your call to demonstrate your exclusivity.

If you insist on being passive-- the trade orgs that will help are those that are where your customers are. If you want CEO's -- go to Vistage. If you want HR, or PR, go to their trade orgs. Get involved in a committee. That is the way you'll stand out in the crowd.

Sell Well and Prosper tm

Hello,

Pick up a copy of Endless Referrals by Bob Burg. Then join a BNI group for a year. Look for a large group with many industry categories filled. BNI will teach you how to network like a professional. I subscribe to the law that each person knows or comes in contact with at least 250 people. My BNI group has 26 members x 250.
BNI also teaches you how to educate others to spot opportunities for you.

Get involved with some groups and develop a 30 minute presentation. Try to get speaking engagements.
Check to see if Bernardo's List is in your area for networking events. Check for associations etc in your area. They have monthly networking meetings.

You met them networking, Now What?

Buy an Act program and enter the names of the people you meet. The next morning after meeting someone, send them a hand written note. Why, no one does that anymore and it makes you stand out from the crowd. I had someone months later come up to me and say " You're the guy who sent me a hand written not. I thought that was so nice. He referred two people to me.
If they don't call you, call them in a few days and see if you can get a 15 minute Star Bucks meeting with them to discuss how you can help each other out.

Create a monthly e-newsletter to send to your contacts.
Not a sales newsletter but an educational one. It will keep your name in front of your audience.

I worked for a company that did not believe in advertising and marketing. They are no longer in business.


Your next job will come from your networking efforts!!

Good Luck

Tom

First, focus on specifically WHY a company would benefit from your company's services. It should be in terms of a ROI (either internal or external) and a clear comparison to other options they might choose (SWOT). Once you understand these pieces, contacting others (either by cold-calling or through referrals of your past clients) will be much simpler, since you can clearly articulate what's in it for them.

What you face is no different than most people who are starting up a business or launching a new division.

I have been through it multiple times myself and with clients more times than I can count.

I understand your company's fear of cold calls. Old fashioned cold calling went the way of the dery hat and button up shoe. But, you still need to introduce yourself.

Here are some thoughts. Cold calls are selling expeditions (let's meet someone and quickly manipulate them into buying something). Exploratory calls are all about finding out about the customer. Questions, interest in the customer... then at the end saying "thanks I need to go back to my office and think about whether we are match for your company"... period. No Selling! even when you see a near perfect match.. No Selling.

I don't believe that cold calls are selling expeditions. You don't manipulate someone into buying something. that is a horrid core belief. That is not solution or consultative selling.

In a cold call sell the appointment and the appointment only. You don't have enough info to know what they want to buy. Each call must have a reason. So don't call and say "hi I'm Moo, I want to set an appointment with you". Which is about what most of my clients who fear cold calls and believe they are an antique sales technique start with. Everything has to be about the customer.

At the end of the conversation- each call must have a next step. So if I client wants to move forward -- do not say "well lemmee think about it". In all likelihood you will have to go to your office, research solutions and provide a proposal. Instead agree and make a plan for the next step-- with a timetable. Keeping your sales cycle moving with steps will eliminate them from falling thru the cracks.

You can probably look out your office window and believe that every biz you are looking at could be a candidate for your service. They are suspects-- not prospects. Get out and move them into prospects by taking them to the next step.